Building a global platform with local soul.
Highlighting the personal expansion a City in Nature break offers.
January’s usually reset season, but wellness narratives are tired. Audiences want more meaningful resolutions so Singapore reframed travel as personal expansion positioning the city-state as the ultimate New Year upgrade
Rather than rely on tourism tropes of luxe messaging, Upgrade your year was brought to life through credible voices already synonymous with mindset shifts, growth and self belief – Jules von Hep, Roxie Nafousi and Milly Goldsmith.
Embedding Singapore naturally into conversations around clarity, confidence and creativity, the KOL content formed a central pillar of integrated campaign which aligned with the tourism board’s City in Nature positioning.
Each creator documented how Singapore helped create mental space, new perspective and renewed energy. From moments of calm in nature to sparks of cultural inspiration and city vitality, through deeply personal reflections.
